Japan’s ‘Cool Biz’ for Summer Reaches 10th Year

Former Prime Minister Junichiro Koizumi, seen here in a summer shirt in June 2006, introduced the “cool biz” concept to Japan’s offices.

Agence France-Presse/Getty Images

When the environment ministry in 2005 introduced the “cool biz” concept of dressing more casually in the summer to save on electricity, skeptics doubted that Japan’s businessmen would warm up to the idea. It caused uproar from domestic necktie manufacturers, while some politicians made headlines for their choice of attire in parliament.

But now cool biz is becoming a tradition in Japan, and many businesses have adopted the government’s recommendation to set the thermostat in offices and public spaces at 28 degrees Celsius. As cool biz kicks off its 10th year this month, Japan Real Time spoke with Nanae Fujimoto, an official at the environment ministry’s Lifestyle Policy Office.

Q: It’s been 10 years since the Cool Biz movement kicked off. What has it achieved?

A: A survey by the ministry has shown that 90.4% of the public was aware of the cool biz concept in 2011, followed by 94.7% in 2012 and 94.9% in 2013. Our calculation also shows that the scheme has contributed considerably to cutting carbon dioxide release.

Q: Skeptics were doubtful that Cool Biz would be welcomed by the businessmen, but it seems to be doing well.

A: This was a case in which the policy and the demand from the public worked well together, with many people willing to dress lighter during the summer while the government was trying to cut down carbon emission. The fact that [cabinet members and politicians] took the lead also made it easy for the private sector to implement the new style.

Q: Since the Great East Japan Earthquake in 2011, Cool Biz has been kicking off in May instead of June and runs through the end of October instead of September.

A: The latest report by the Intergovernmental Panel on Climate Change continues to warn about the need for action against global warming, and the public is aware of that. Our survey also shows that over half of the public supports kicking Cool Biz off in May. The scheme is taking root, so we would like to continue promoting the cause.

About Japan Real Time

Japan Real Time is a newsy, concise guide to what works, what doesn’t and why in the one-time poster child for Asian development, as it struggles to keep pace with faster-growing neighbors while competing with Europe for Michelin-rated restaurants. Drawing on the expertise of The Wall Street Journal and Dow Jones Newswires, the site provides an inside track on business, politics and lifestyle in Japan as it comes to terms with being overtaken by China as the world’s second-biggest economy. You can contact the editors at japanrealtime@wsj.com